Marketers Struggle with Conversion Attribution
Conversion attribution has become more complex with the booking funnel passing through multiple sessions, sites and devices. As marketing’s ambit of responsibility alters to handle a wider list of intertwined touch points, marketing analytics needs to evolve as well, sources said.
“At the moment we are tracking various marketing channels much more independently, by using the most appropriate technology for different channels,” said Angie Ho, VP of online marketing at Pan Pacific Hotels Group, via email. For example, Pan Pacific uses Marin and Google Analytics for pay per click and MediaMind for display ads.
More details at hotelnewsnow.com